Casa do Caminho is an NGO that aims to provide education and extracurricular activities from a multidisciplinary perspective for children and adolescents in situations of social vulnerability. The project is supported by volunteers who take turns teaching content and mentoring students’ projects.

For the creation of the visual identity, there were the following prerequisites:
The brand had to carry the neon green already used by the NGO in the uniforms.
The brand had to be informal, but bring credibility.
The brand had to appeal to young people, with the aim of increasing student engagement.

The developed concept has a “slight” resemblance to a Japanese character, and this was intentional to make the symbol appealing to an audience highly knowledgeable of oriental culture. In addition to aesthetics, the symbol is abstract, and carries some less obvious meanings. You can see a tree, a symbol of growth, you can see a house, symbolizing the space of the NGO, but you can also see paths, crossroads, an arrow showing the direction, etc.:

We wanted a unique, memorable, simple symbol that could absorb meanings over time, to help build the NGO’s brand into the 2020’s decade. The colors used stemmed from the previous branding and helps to build excitement and differentiation. The NGO, being the sole of it’s kind in it’s city, is now capable of increased awareness and more powerful competitiveness.

The kids benefitting for the NGO’s work are reportedly satisfied with the new brand, and constantly display their new uniforms and accessories on their social media profiles, raising the brand’s health and outreach!